For most businesses, customers don't buy in isolation.
There are other people involved who also have to be persuaded for the sale to go ahead. There are referrers who might recommend people towards your organisation.
Who those people are will vary greatly depending on what you sell and to whom. It might be a partner or spouse, a business partner, a boss, a Company Director (the FD is a common one), a team of users, or even our own inner critic.
If all these stakeholders aren't persuaded and nurtured then you're probably missing out on sales and profit. So what should you do about it?
I've pulled together my favourite blogs from Watertight Marketing on the subject, along with an excellent case study where this was a big issue for the business.
Ask any marketer, and they’ll tell you at length how powerful a good testimonial can be for your business. But getting testimonials is not always easy. Asking a customer to email you a quote often results in a short and artificial recommendation which falls flat in the ears of your customer.
So how do you get good testimonials? I’ve tried a number of different ways and I've posted about my favourite three on LinkedIn here:
What are your favourite ways of getting good testimonials? Do you have any particularly good questions you like to ask that illicit a testimonial-worthy answer? Let me know in the comments below.
Word-of-mouth recommendations are one of the most powerful forms of persuasion in the customer's buying journey, but also one of the most difficult to generate. They’re also impossible to control and direct towards the people who you most want to hear them. Customer testimonials are the next best thing.
Read my full KMS Marketing blog on how to get great testimonials for your business:
Get my latest blogs, news and events every month by signing up to my newsletter